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Improve Campaign Metrics and Results | Know How

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ShippingEasy's Customer Marketing feature tracks your campaign metrics to help you gauge the strength and reach of your correspondence. This information is captured for both regular and automated campaigns.

Campaign metrics tracked by ShippingEasy:

The following data can present valuable insights into the overall performance of your marketing strategy.

Data Description of Data Understanding Trends
Total Recipients Reached The number of emails sent. This measures the quantity of emails you are sending. Combine this data with the rest of the campaign data for a full picture of the quality of the interaction.
Delivery The number of emails delivered. Emails that bounce before opening can be a sign that your email content needs a revision to avoid the spam folder.
Opens The number of emails that were opened.

Aim for open rates of 15%-25%.

Those that remain unread may indicate an opportunity to make the subject line more compelling.

Opt outs How many customers opted out of future marketing emails. High numbers of opt-outs may indicate an opportunity to narrow your target, change the timing or frequency of your emails, or to make the content more relevant to your customer base.
Clicks How many times customers clicked on your emails, with a detailed view into which links generated the most action. Low click through rates can be an opportunity to strengthen your call to action by making links more visible and action more valuable.

 

Delivery Rates:

Successful email delivery is the first piece of information upon which all other metrics are measured. This refers to how many contacts from your email list received the campaign in their inbox. You want to avoid 'bouncing' into the spam folder. Bounced emails can occur for a few reasons and, if left unattended, negatively affect your campaign metrics.

The most important factor used to determine email acceptance by an internet service provider (ISP) comes from the sender reputation. With ShippingEasy's Customer Marketing, ShippingEasy is considered the sender. We make every attempt to keep our reputation solid to help with this metric. Get more insight on how delivery rates work.

Other factors that play a part in maintaining high delivery rates include the campaigns content, recipients, and size of email list. You have control over all of these.

Content

Make sure the majority of your email is in HTML and not image or video heavy. Visual elements do play an important part in making the email appealing, but too much can trigger ISPs to shuffle the email to the spam folder. It is also important to avoid using phrases in the body of your email like "you have provided permission" or "full refund".

Contact List

Maintaining a clean list of contacts who have opted in to receiving your emails is the best way to avoid hitting the spam folder. Narrow the size of your contact lists to only those whose interests are relevant to the content. Learn more about how to identify interests and create contact lists.

Opens

Growing the number of contacts who open your email requires a holistic approach to your content.

Subject Line

Subject lines are the ultimate first impression. Before a contact interacts with your company or your product, they read your subject line. Subject lines need to be compelling and attention-grabbing, yet clear and to the point. Some tips on writing a good subject line include:

  • Avoid spammy words like "Free" or using ALL CAPS.
  • Personalize your subject line around the delivery date/time. Ex."Check out our Wednesday sale!" or "Good Afternoon!"
  • Monitor your open rates and click rates of your campaigns to optimize your future campaign scheduling.
Format

The overall body of your email can influence how much people will engage with your content.

Having pre-header text that appeals to the reader can compel them to continue with the rest of the message. This should be an extension of your subject line that is as catchy and informative. It is often visible before an email is opened and can also boost opened rates.

Scheduling

The specific timing of when an email is sent can be the key to successful engagement. In general, sending a campaign in the morning will allow for opens to occur all day. There are a couple of other tips to keep in mind as you schedule your campaigns:

  • Studies show Tuesday through Thursday to be the best days to send emails.
  • Most people tend to open their emails from 9AM to 12PM. Try to schedule messages within that time frame.

Opt Outs

Focus on strategic correspondence with customers to avoid losing interest. Preparing content that is tailored to specific customers and sent at an appropriate time can significantly reduce the number of opt outs you receive. Check the following sections to help establish to correct approach for your customers.

Content

Make sure that your content is relevant to your customer list. This will ensure that your message is landing with the right people.

Specified content could include:

Always be sure to send a test email first to review the content and test links before it arrives in a customer's inbox.

Segmentation

Sending campaigns to contacts who willingly opted-in to be contacted by your company will ultimately yield the best results - as opposed to blast emailing contacts from a purchased list. Read more about the key ways to segment your customers.

Frequency

Striking a balance between too many emails and not enough can be hard. Using a content calendar to keep track of how many emails you send as well as implementing Customer Segmentation methods will make sure you are not overloading your customer base with too much of the wrong type of content. Check out our ShippingEasy blog for more ways to improve your customer contact.

Clicks

One of the most credible measurements of a successful campaign are customer click-throughs. Ensure that any relevant links you include in your campaign will grab your customers attention by using these tips.

Layout

Put links in the top portion of the email. This keeps contacts from missing them if they do not read to the end.

Call to Action

If you’re seeing low click-through-rates, check that your content inspires people to take action. Anchor text - any text that links to your offer, product, or article - should be compelling enough to inspire readers to click through. These tips will help calls-to-action stand out:

  • Prominently displaying your brand's logo throughout the email can help establish trust in readers who will immediately make the connection upon opening.
  • Highlight or embolden anchor text to draw the reader's eye to it.
  • Only include one or two calls to action to avoid overwhelming readers with choices and helping narrow the focus on your email.
Social Sharing

Last but not least, include links to your brand's social media sites in email. This inspires curiosity in customers to check out what else your business has happening and can lead to better engagement.

 

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